Imagine you’re casually strolling through the neighborhood when you come across a little red button with a sign above it reading “Push to add drama.” Would you be able to resist? Likely not, and neither could passers-by in Belgium, where an ad agency planted a surprise.

One cyclist circled the button a few times before working up the nerve to press it. As soon as he did, the quiet town square erupted — an ambulance rushed in, a shoot out ensued and a lingerie-clad woman raced away on a motorcycle. Unsure of what to make of it all, no one screamed or ran away. “People are too flabbergasted to react or to run away or intervene,” Marc Wellens, partner at Duval Guillaume ad agency responsible for the campaign, told ABC.

Apparently, the excitement was Turner Network Television’s way of promoting a new channel in Belgium. With nearly 10 million views in the last 48 hours, TNT’s 90-second viral video may end up more popular than any of the network’s actual TV shows.